Subject Index
 

In this article, Peter Field analyses a mass of case studies from around the world to discover how brands with a smaller share of voice have managed to make inroads in the markets of their bigger comp ...

Using two cases from the IPA dataBANK, this paper looks at two differing approaches to adding value to a brand through communications. The mass-targeted TV advertising of PG Tips is compared with the ...

Over the last several decades, advertising effects on sales have been studied without appropriately taking into consideration competitors' advertising activities. As a result, advertisers often instin ...

This paper underscores the fact that sales are the most important measure of any type of branding. The authors have observed that there is almost total focus on the consumer 'buying cycle', the are ...

This is a response to the review in March Admap of the book 'The Ultimate Secrets of Advertising' by its author John Philip Jones. This open letter states that the reviewer of the book ignores accoun ...

This article describes the preliminary studies of the effect of advertising and promotion on purchases. The British single-source database Adlab has been the basis for this study of advertising and pr ...

Advertising in almost any form of media is very expensive and, as such, those who plan and create it need to be able to assess the type of results it is getting, and how an improved performance may be ...

This article covers three areas of concern to consumers of marketing mix models:- (1) What should the casual consumer of marketing models understand? (2) Why is it important to include timing of ad ef ...

This paper addresses the question of the effects of advertising on the primary demand for whisky in Italy. In contrast to previous works, this issue is investigated in a multivariate framework by refe ...

An analysis of the relationship between annual advertising expenditure and market share for several brands of beer sold in the USA between 1977 and 1998, using a generalised least-squares regression p ...

Advertising sales elasticity is often used to compare advertising effects (across years, campaigns, media, regions and brands). Broadbent describes why using 'elasticity' in the form of a coefficient ...

Print is traditionally valued for its long-term effects on image and awareness building. This paper shows how data from the Nielsen Homescan Panel can also be used to measure its short-term effects on ...

This article is based on an analysis by Taylor Nelson Sofres comparing sales and shares in 26 leading product categories between 1975 and 1999 (full report is published by WARC, 2001). An earlier AG ...

This paper demonstrates that household panel data can be used to improve our understanding of how advertising impacts our consumers to deliver the measured volumetric responses we observe. Moving beyo ...

This paper argues that much current campaign tracking and econometric modelling is systematically undervaluing good agency planning practice and the potential of media advertising. This is not a refle ...

This paper researches whether the food processing industry influences household diet through advertising, using an advertising-augmented Rotterdam model for eleven broad food groupings spanning 1969-1 ...

The debate continues to rage concerning whether or not advertising 'works'. Ehrenberg and Jones are at odds as to whether or not advertising is a strong or weak force. In this paper the focus is shift ...

The author describes his own model of advertising effects (see also von Gonten and Donius: 'Advertising exposure and advertising effects', Journal of Advertising Research, Aug-Sep 1997). Argues the ne ...

Describes the MAX (Managing Advertising Expenditure) Project in the USA. This started in December 1996, under the auspices of the Marketing Science Institute and the American Association of Advertisin ...

A response to Campbell and Dove, Admap February 1998 who advocated basing marketing budget allocations on analysis at store level. It is argued that, while superficially attractive, this is very dange ...

Outlines how store-level scanning data can be modelled to assess the effectiveness of trade promotions and advertising, especially television. Examples quoted come from IRI data from the UK. A study b ...

A new model approach is developed to evaluate the market performance of new film releases as a function of advertising. The proposed model sequentially links planned advertising expenditures for a new ...

The paper suggests two ways to model the long term effects of advertising. One simply uses adstocks with a long half life. The other uses a new expression; cumulative adstock is in dynamic balance wit ...

Nigel Hollis illustrates the usefulness of sales response modelling in helping to reduce the complexity of sales data and identifying the influence of different activities on sales. The short-term eff ...

The author, writing from the point of view of a world-wide fmcg company with a huge annual marketing spend in Europe, discusses the `data revolution' resulting from scanners, and some of the problems ...

In order to understand brands and markets (statistically) there are four main ingredients. These are statistical, computing power, data quantity and quality, and good models. It is on the last two tha ...

Millward Brown has conducted continuous tracking studies in the UK for many years. A key objective of these studies is to provide information to help advertising decision makers understand whether the ...

Describes and illustrates a brand choice model, developed by the authors, for estimating advertising effectiveness with other causal variables, based on single-source scanner data. Previous multinomia ...

It is argued that it now seems old-fashioned to assume that a brand has a constant share base, independent of its advertising (and other marketing activities). The assumption can be tested, and more o ...

This paper describes an international study of the after-effects of 175 large promotional sales peaks, essentially relating to price cuts. It confirms prior expectations that such consumer promotions ...